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All Journal Jurnal Audiens
Adawiyah, Sadiyah El
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Languange, Linguistic, Communication & Media Social Sciences

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Peran Mediasi Brand Awareness dalam Hubungan antara Komunikasi Pemasaran dan Keputusan Pembelian Antimo Tablet Waskita, Andharu Wahyu Jati; Adawiyah, Sadiyah El; Nora, Liza; Patrianti, Tria
Jurnal Audiens Vol. 7 No. 3 (2026): September
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v7i3.819

Abstract

This study aims to analyze the influence of marketing communication on the purchase decision of Antimo tablet products and examine the mediating role of brand awareness in this relationship. The study was grounded in Consumer Behavior Theory using the Stimulus-Organism-Response (S-O-R) model. A quantitative approach with an explanatory survey method was employed. The population consisted of sea transportation passengers at Tanjung Priok Port, Jakarta. An initial sample of 100 respondents was selected using purposive sampling. After the exclusion of outliers based on the normality assessment, 79 respondents were included in the final analysis. Data were analyzed using linear regression and mediation analysis with PROCESS Hayes Model 4 based on 5,000 bootstrap samples. The results showed that marketing communication has a positive and significant effect on brand awareness, explaining 45.8% of its variance. Brand awareness also had a positive and significant effect on purchase decision. Furthermore, the mediation analysis indicated that brand awareness significantly mediates the relationship between marketing communication and purchase decision.
Co-Authors Nora, Liza Tria Patrianti Waskita, Andharu Wahyu Jati